A Multimodality Analysis of Video Advertisements Aiming at Different Genders: a Case Study on Clear Women Anti Hair Fall Tonic and Clear Men Anti Hair Fall Tonic  

Oleh:

Wahyudi, Dewi S. ; Kwary, Deny A.

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 13 : Konferensi Linguistik Tahunan Atma Jaya Ketiga Belas : Tingkat Internasional, Jakarta, 8-9 April 2015, page 283-286.
Topik: advertisements; colour; gender; multimodality; stereotype
Fulltext: (283-286) Deny A. Kwary, Dewi S.W. - A Multimodality Analysis . . . - 020415.pdf (152.96KB)

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Perpustakaan PKBB Nomor Panggil: 406 KLA 13 Non-tandon: tidak ada Tandon: 1

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Isi artikel

As language is a method of human communication, language may consist of not only words, but also other symbols such as images, colours, gestures, and music. All of these factors should be considered when creating video advertisements, so that the advertisements can be well-communicated and well-accepted by the target market. Since there are some differences between the language used by men and women, there may also be some differences in the images, colours, gestures, and music used in the advertisements that are targeted to difference genders. This paper analyses two products that are targeted to different genders, i.e. Clear Women Anti Hair Fall Tonic and Clear Men Anti Hair Fall Tonic. These two products are from the same company, but they have different target markets in terms of gender. The multimodality analysis conducted on these products includes the number of words (spoken and written), choice of words (complexity), functions of images (illustrative, decorative, and informative), gesture styles of the actors (performing and defensive), colour selection, colour play (colour saturation, colour differentiation, and colour modulation), and background music. The results show some similarities and differences in the use of those multimodal factors, and these differences can be related to gender stereotyping in the society.

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